UK retailer GAME decides to kill Gamestation brand

UK-based company Game Retail Limited has announced all its high street stores will operate under the GAME brand in future - a move that spells the end for the retailer’s other outlet business, Gamestation. The news came during a GAME conference being held today, according to MCV.

The two brands have co-existed under the same parent company since 2007, when Game Group purchased Gamestation. Both GAME and Gamestation stores have suffered closures since the Game Group (eventually renamed as Game Retail Limited) went into administration in March this year.

Despite being owned by the same company and both being in the bricks and mortar business of selling video games, the two stores were distinguishably different brands - GAME operating as a more parent-friendly and all-round presentable shop window for gaming, while Gamestation was about as close any corporate retailer has ever come to running a chain of game shops that felt ‘independent’.

No news yet of when the rebranding of existing Gamestations will happen.


  • NatDaGamer - September 16, 2012 3:35 p.m.

    :( That's probably one of my favourite game retailers!! I preferred the less corporate feel of the store. And I had a good chance of getting a part time job there as well...
  • TheGingerGuy - September 15, 2012 10:14 a.m.

    Seems like I have to go buy my games off steam now....
  • suicidali - September 14, 2012 10:04 a.m.

    That's a shame, I've always preferred the way Gamestation operated over Game, but I suppose gearing towards a more general audience is a better idea in the long run... I'm sure there's plenty of high streets, including my local one, that have one of each store in it, so this merger might mean some closures...
  • Odrankt - September 14, 2012 9:06 a.m.

    What about thier website? I have bout 4-5 games pre-ordered from the website from october to march and id hate to lose them or be charged extra on the game website cause i am saving round €10 buying ot on the website theny local store (which is a gamestop.) so hopefully someone from the GR team can answer or anyone who knows what the story is... (and if your wondering why buying online insted of going to a gamestation store its cause i live in ireland and there no gamestation stores where i live and our game store closed when basicly shit hit the fan)
  • Cyberhero18 - September 14, 2012 7:52 a.m.

    Wait, what? I thought Gamestation died ages ago. I haven't seen one of their stores in god knows how long.
  • doomfather - September 14, 2012 7:29 a.m.

    Personally I think getting rid of Gamestation might be a fatal error on Game's behalf.
  • Mooshon - September 14, 2012 7:28 a.m.

    Sad to see Gamestation's demise. The GAME brand is much stronger to be sure, but I'd much rather have seen it go the other way around. Gamestation was noticeably cheaper and with a much better range. Was also the only stores that stocked 'old' system bundles. Hopefully the chain will incorporate that into the new business model.
  • Kieran712 - September 14, 2012 6:57 a.m.

    D': Gamestation was the only thing that kept me going into stores to buy games. The prices were better, there was a better variety of pre-owned games and it didn't seem as clinical as GAME. Oh well. I guess I'm sticking to online purchases from now on.
  • Imp - September 14, 2012 6:29 a.m.

    So that makes it 4 GAME stores in Lincoln. And you wonder why they're in trouble. :-/
  • jackthemenace - September 15, 2012 1:39 p.m.

    Hey, I'm not the only Lincoln-er here. That makes me far more happy than it actually should. Anyway, I'd assume that it's just a rename and cosmetic changes, isn't it? If they've managed to go on using the stores for this long, who's to say that there'll be any real changes in terms of prices and the way they function, besides looking a little different?
  • CitizenWolfie - September 14, 2012 6:05 a.m.

    NNNNNNNNNNNNNNOOOOOOOOOOOOOOOO!!!!!!!!!!!!!!!!! Terrible news for the staff and I hope things work out for the best. I hope my Gamestation pre-orders will be alright as well. Any news on those yet?
  • Matt Cundy - September 14, 2012 6:10 a.m.

    No official word, but as it's 'just' a rebranding of shops I imagine all pre-orders will simply be carried across and won't be affected.
  • SadKen - September 14, 2012 7:30 a.m.

    But let's say pre-orders ARE affected... Any idea what action can be taken? Or will our money simply disappear?
  • Matt Cundy - September 14, 2012 7:34 a.m.

    It won't happen. Game and Gamestation are the same company. Game will honour any pre-orders taken in a rebranded Gamestation.

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